About half of respondents in a U.K. survey said they feel they can't control the ads on their mobile devices as compared with other forms of media. The Vibrant Media study also found that about 8 in 10 respondents are annoyed by ads that self-initiate on mobile devices. "To build meaningful relationships with consumers, brands need to deliver a positive user experience, which means using ad formats which respect the consumer and their device," Vibrant Media's Tom Pepper said.

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